Analýza vnímání značky na trhu piva

Abstract

The topic of bachelor thesis is the brand perception analysis on the beer market. The theoretical part defines basic concepts as a brand, the function of a brand or brands types. In the next Radegast brewery is introduced and it is also mentioned brief features of beer market in the Czech Republic. The following part deals with the survey that was completed by respondents aged 18 years living in the Moravian-Silesian region. In the last chapter, reccommendation for better perception and higher preference of the Radegast brand in the beer market are proposed.